A clash of appetizers.
McCain, world famous for its frozen french fries, had a trade marketing challenge of selling the oven-baked product line alongside of the most traditional and delicious specialty of Brazilian cousine: the Forno de Minas' pão de queijo (cheese buns).
We used the cultural difference as the spark to push an entertaining, yet straightforward campaign, by appropriating on the sound similarity of words in english and portuguese (specifically, from the Minas Gerais' region): WHY or UAI, TRAIN or TREM...
